데이터마이닝을 통한 충성고객관계관리 구축 모형 = Building loyal customer relationship management with data mining

다국어 초록 (Multilingual Abstract)

................................................................................................Progress in digital data acquisition and storage technology has resulted in growth of huge databases. Data mining uses a variety of techniques to find hidden patterns and relationship in large pools of data and infer rules from them that can be used to predict future behavior and guide decision making.The paper presents research that examines the relationship between datamining activities and performance in service operations. This study developed and emirically tested research model. Confirmatory Factor Analysis(CFA) was performed to examine the reliability and validity of the measurement model, the structural equation modeling techniques were used to evaluate the casual mdoel.Based on, this study showed that human activity and fusion of datamining system are very important in generating overall customer satisfaction and customer loyalty. And customer satisfaction has on effect on customer loyalty.The implication is that Data mining needs to be complemented by high touch and high technology to more effectively realize the customer relationship management in achieving a high level of customer satisfaction.

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